Entrepreneur.com Case Study

• SEO Inc. >
• About Us >
• SEO Case Studies >
• Entrepreneur.com Case Study

SEO Inc. recently had the privilege of being asked to participate in a groundbreaking third party case study performed by Frost and Sullivan for organic search engine optimization. The result of Frost’s research included an in depth white paper discussing the SEO industry and practices that lead to successful campaigns; and it also includes a case study of one of SEO Inc.’s top clients, Entrepreneur Magazine.

In addition, Frost produced a one hour eBroadcast "Search Engine Marketing: The Primary Ingredient of your Marketing Mix.” The eBroadcast was conducted by Luke Russel, who is a Senior Analyst with Frost and Sullivan, and included participation from Chuck Fuller, Senior VP of Business Development at Entrepreneur Magazine, and Garry Grant, CEO of SEO Inc.

Below is an overview of the Frost and Sullivan third party case study:

To View an On demand version of the e-Broadcast, click http://www.eBroadcast.frost.com/seo

Entrepreneur Media (Entrepreneur) is a progressive forward looking organization in the publishing industry. Included in its list of assets is the Entrepreneur Magazine brand. This brand can be experienced in both a print and online format.

Overview:
Entrepreneur wanted to increase their online traffic. SEO was a natural tool for this task as it was something Entrepreneur had not looked at with any level of seriousness in the past. When Entrepreneur started investigating SEO, only 5% of their website had gone through any type of optimization process.

Goals:
Entrepreneur had a huge number of articles. Optimizing this archive would be a huge task and Entrepreneur knew it. SEO Inc. then explained to Entrepreneur that they would optimize the articles by building a spider for the XML article database. In doing this SEO Inc. illustrated a level of transparency other SEO providers did not match. This transparency illustrated a willingness to communicate at a deeper level with the client.

Strategy:
SEO Inc proposed a three stage plan to Entrepreneur. Stage 1 consisted of optimizing all the main web pages. Stage 2 consisted of optimizing all the articles. Finally, stage 3 consisted of integrating SEO into the business processes at Entrepreneur. Presenting this material in a stage gate scenario provided Entrepreneur with a clearer road map, complete with milestones to their paramount goal: a consistent flow of new optimized online content that would continue to bolster the strong position Entrepreneur’s pre-existing online assets already had accomplished.

Accomplishments:
The ROI of the stage 1 activities have been astronomical. In a typical month since the Optimization process has taken place Entrepreneur has seen an estimated return of over $2 million dollars PER MONTH (calculated by determining the revenue from additional number of click-throughs since they began the SEO program, minus the SEO expenses incurred to date).

It should be noted that this return only looks at the direct impact the greater number of click-throughs has on advertising revenue. There is additional indirect revenue generated from the increase in click-throughs as the additional users clicking through to Entrepreneur’s online assets sign up for newsletters and become additional leads for other cross promotions.

Looking to the future, the ROI of this relationship for Entrepreneur will likely increase further during stage 2 as SEO Inc. starts to optimize Entrepreneur’s archive of articles. The amount of content contained in these articles far outweighs the content that belongs to Entrepreneur’s main web properties. Optimizing an exponentially larger amount of content will lead to an exponential increase of Entrepreneur material easily accessible via online search engines. This in turn should lead to a sizable increase in traffic by search engine end users to Entrepreneur’s online assets.

ABOUT FROST AND SULLIVAN